Product Architecture

Product Architecture Example: Hewlett-Packard DeskJet Printer

Product Architecture: Definition The arrangement of functional elements into physical chunks which become the building blocks for the product or family of products.

Product

module!

module!

module!

module!

module!

module!

module!

module!

Trailer Example: Modular Architecture

box

hitch

fairing

bed

springs

wheels

protect cargo from weather

connect to vehicle

minimize air drag

support cargo loads

suspend trailer structure

transfer loads to road

Trailer Example: Integral Architecture

upper half

lower half

nose piece

cargo hanging straps

spring slot covers

wheels

protect cargo from weather

connect to vehicle

minimize air drag

support cargo loads

suspend trailer structure

transfer loads to road

What is this?

Nail Clippers?

Modular Product Architectures •  Chunks implement one or a few functions entirely. •  Interactions between chunks are well defined. •  Modular architecture has advantages in simplicity

and reusability for a product family or platform.

Swiss Army Knife Sony Walkman

Platform Architecture of the Sony Walkman

Integral Product Architectures •  Functional elements are implemented by multiple

chunks, or a chunk may implement many functions. •  Interactions between chunks are poorly defined. •  Integral architecture generally increases performance

and reduces costs for any specific product model.

High-Performance Wheels Compact Camera

Choosing the Product Architecture Architecture decisions relate to product

planning and concept development decisions: •  Product Change (copier toner, camera lenses)

•  Product Variety (computers, automobiles)

•  Standardization (motors, bearings, fasteners)

•  Performance (racing bikes, fighter planes)

•  Manufacturing Cost (disk drives, razors)

•  Project Management (team capacity, skills)

•  System Engineering (decomposition, integration)

Ford Taurus Integrated Control Panel

Modular or Integral Architecture?

Motorola StarTAC Cellular Phone

Rollerblade In-Line Skates

Ford Explorer

Apple iBook

The concepts of integral and modular apply at several levels:

•  system

•  sub-system

•  component

Product Architecture = Decomposition + Interactions

•  Interactions within chunks

•  Interactions across chunks

Establishing the Architecture To establish a modular architecture, create a

schematic of the product, and cluster the elements of the schematic to achieve the types of product variety desired.

DeskJet Printer Schematic

Flow of forces or energy Flow of material Flow of signals or data

Store Output

Store Blank Paper

Enclose Printer

Provide Structural Support

Print Cartridge

Position Cartridge In X-Axis

Position Paper

In Y-Axis

Supply DC

Power “Pick” Paper

Control Printer

Command Printer

Connect to

Host

Communicate with Host

Display Status

Accept User

Inputs

Functional or Physical Elements

Cluster Elements into Chunks

Store Output

Store Blank Paper

Enclose Printer

Provide Structural Support

Print Cartridge

Position Cartridge In X-Axis

Position Paper

In Y-Axis

Supply DC

Power “Pick” Paper

Control Printer

Command Printer

Connect to

Host

Communicate with Host

Display Status

Accept User

Inputs

Paper Tray Print Mechanism

Logic Board

Chassis

Enclosure

User Interface Board

Host Driver Software

Power Cord and “Brick”

Functional or Physical Elements

Chunks

Geometric Layout

printmechanism

paper tray

user interface board

printcartridge

logicboard

chassis

chassis

paper

roller

print cartridge

paper tray

enclosure

logic board

height

Incidental Interactions Enclosure

Paper Tray

Chassis

Print Mechanism

User Interface Board

Logic Board

Power Cord and “Brick”

Host Driver Software

Styling

Vibration

Thermal Distortion

Thermal Distortion

RF Interference RF

Shielding

System Team Assignment Based on Product Architecture

F G E D I A C B 1K 1 J P N Q R B 2K 2 O L M H S T U V

Crankshaft F F

Flywheel G G

Connecting Rods E E

Pistons D D

Lubrication I I

Engine Block A A

Camshaft/Valve Train C C

Cylinder Heads B 1 B 1

Intake Manifold K 1 K 1

Water Pump/Cooling J J

Fuel System P P

Air Cleaner N N

Throttle Body Q Q

EVAP R R

Cylinder Heads B 2 B 2

Intake Manifold K 2 K 2

A.I.R. O O

Exhaust L L

E.G.R. M M

Accessory Drive H H

Ignition S S

E.C.M. T T

Electrical System U U

Engine Assembly V V

Frequency of PDT Interactions

Daily Weekly Monthly

Team 1

Team 2

Team 3

Team 4

Integration Team

From “Innovation at the Speed of Information”, S. Eppinger, HBR, January 2001.

Planning a Modular Product Line: Commonality Table

Chunks

Number ofTypes

Family Student SOHO(small office, home office)

Print cartridge 2 “Manet” Cartridge “Picasso” Cartridge “Picasso” Cartridge

Print Mechanism 2 "Aurora" Series Narrow "Aurora" series "Aurora" series

Paper tray 2 Front-in Front-out Front-in Front-out Tall Front-in Front-out

Logic board 2 “Next gen” boardwith parallel port

“Next gen” board “Next gen” board

Enclosure 3 Home style Youth style “Soft office” style

Driver software 5 Version A-PCVersion A-Mac

Version B-PCVersion B-Mac

Version C

Differentiation versus Commonality

Trade off product variety and production complexity

Product Model Lifetime

From Sanderson and Uzumeri, The Innovation Imperative, Irwin 1997.

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Types of Modularity

Swapping Modularity Sharing Modularity

Sectional Modularity Bus Modularity

Fabricate-to-Fit Modularity Mix Modularity

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Audio System Exercise: Where are the Chunks?

CassetteTuner FrontControls

PowerAmplifier

CDChanger

RearControls

CellularPhone

CellularAntenna

AntennaMotor

AM/FMAntenna

RearHeadphones

LFSpeaker

LRSpeaker

RRSpeaker

RFSpeaker

Microphone

Display

104.1 FM

Fundamental Decisions

•  Integral vs. modular architecture? •  What type of modularity? •  How to assign functions to chunks? •  How to assign chunks to teams? •  Which chunks to outsource?

Practical Concerns

•  Planning is essential to achieve the desired variety and product change capability.

•  Coordination is difficult, particularly across teams, companies, or great distances.

•  Special attention must be paid to handle complex interactions between chunks (system engineering methods).

Product Architecture: Conclusions

•  Architecture choices define the sub-systems and modules of the product platform or family.

•  Architecture determines: – ease of production variety – feasibility of customer modification – system-level production costs

•  Key Concepts: – modular vs. integral architecture – clustering into chunks – planning product families

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